Content presentation

ABSTRACT

Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for providing content. One of the methods includes providing a plurality of image content items to an application interface of a client device for presentation; receiving a user selection of a particular image content item of the plurality of presented image content items; and responsive to the selection, providing a combination of native content and third party content associated with the selected image content item, wherein the native content includes a close up view of the selected image content item and the third party content includes a third party webpage.

BACKGROUND

This specification relates to providing content for display on a userdevice.

Conventional mobile applications can present content to users in a userinterface of a mobile device. This content can include contentassociated with third party web content. Typically, selection of thiscontent results in execution of a separate browser session that opensthe associated third party web content.

SUMMARY

This specification describes technologies relating to contentpresentation. In particular, a user device can present a number ofimages. For example, the images can be presented in response to a usersearch or based on user content preferences. In response to a selectionof an image, an interface is presented that includes both native contentand third party web content. The native content can include an enlargedversion of the selected image. Presentation of the third party webcontent can include presenting a web view portion of the interface thatpresents the third party web content. Additional native content relatedto the selected image can also be presented in the interface.

In general, one innovative aspect of the subject matter described inthis specification can be embodied in methods that include the actionsof providing a plurality of image content items to an applicationinterface of a client device for presentation; receiving a userselection of a particular image content item of the plurality ofpresented image content items; and responsive to the selection,providing a combination of native content and third party contentassociated with the selected image content item, wherein the nativecontent includes a close up view of the selected image content item andthe third party content includes a third party webpage. Otherembodiments of this aspect include corresponding computer systems,apparatus, and computer programs recorded on one or more computerstorage devices, each configured to perform the actions of the methods.

This specification uses the term “configured” in connection withsystems, apparatus, and computer program components. For a system of oneor more computers to be configured to perform particular operations oractions means that the system has installed on it software, firmware,hardware, or a combination of them that in operation cause the system toperform the operations or actions. For one or more computer programs tobe configured to perform particular operations or actions means that theone or more programs include instructions that, when executed by dataprocessing apparatus, cause the apparatus to perform the operations oractions. For special-purpose logic circuitry to be configured to performparticular operations or actions means that the circuitry has electroniclogic that performs the operations or actions.

The foregoing and other embodiments can each optionally include one ormore of the following features, alone or in combination. In particular,one embodiment includes all the following features in combination. Thenative content further includes one or more related image content items.The native content further includes an overlay prompting the user toscroll down for the third party content. The overlay has a colorselected based on a dominant color of the selected image content item.The third party content is presented in a webview portion of aninterface layout positioned below the native content corresponding to anenlarged version of the selected image content item. The webview portiondoes not include an address bar indicating that the third party contentis part of a distinct web page. The third party content associated withone or more of the plurality of image content items are fetched duringpresentation of the plurality of image content items.

Particular embodiments of the subject matter described in thisspecification can be implemented so as to realize one or more of thefollowing advantages. A more integrated experience is provided to usersallowing them to view both native and third party content in a singleinterface. The user can scroll and select within the web page contentwhile remaining in an interface of an application without invoking aseparate browser application. The transition between native content andthird party web content can be relatively seamless based on how thethird party web content is presented and by incorporating transitionsthat blend the space between the native content and the third partycontent. Additionally, providing web content within the user interfaceof the application can provide a consistent user experience in whichselection of some image content items results in third party contentbeing presented while selection of other image content items does not.Because users reach the third party web content with fewer interactivesteps, they may be more likely to engage with the third party webcontent. This can lead to higher clickthrough rates for third partycontent and higher advertisement conversion rates.

The details of one or more embodiments of the subject matter describedin this specification are set forth in the accompanying drawings and thedescription below. Other features, aspects, and advantages of thesubject matter will become apparent from the description, the drawings,and the claims.

BRIEF DESCRIPTION OF THE DRAWINGS

FIG. 1 is block diagram of an example content delivery system.

FIG. 2 is a flow diagram of an example process for providing content.

FIG. 3 is a flow diagram of an example process for populating a userinterface with content.

FIG. 4 is a diagram representing an example user interface displayingmultiple images.

FIG. 5 is a diagram representing an example user interface presented inresponse to a selected image.

FIG. 6 is a diagram representing an example user interface including webcontent.

FIG. 7 is a diagram representing an example user interface including webcontent.

FIG. 8 is a diagram representing an example user interface includingrelated images.

Like reference numbers and designations in the various drawings indicatelike elements.

DETAILED DESCRIPTION

FIG. 1 is block diagram of an example content delivery system 100.Content delivery system 100 includes a user device 102, applicationplatform 104, and third party content 106 communicably coupled to anetwork 108.

The user device 102 can be a mobile device of a user. The mobile devicecan be a mobile phone, tablet, or other portable computing device. Theuser device 102 is shown as including an application 110 and a browser112. The user device 102 can include other applications, which are notillustrated for clarity.

The application 110 is a mobile application configured to communicatewith the application platform 104 using network 108, e.g., the interne.For example, the user can access content from the application platform104 using a user interface of the application 110 presented by a displayof the user device 102. In some implementations, the application 110 isassociated with a social media platform provided in concert with theapplication platform 104. For example, the application 110 can beassociated with a visual bookmarking and discovery platform in whichusers can view images saved or uploaded by other users and can storecollections of selected images. Users can use the application 110, forexample, to explore different subjects and save content for laterviewing.

The browser 112 can be a web browser application used to access contentthrough the network 108. For example, the browser 112 can be used by theuser to view web sites and search for content using a search engine.

The application platform 104 can communicate with user installedapplications on various user devices. For example, the applicationplatform 104 can receive requests for particular content from theapplication 110. In response to the request, the application platform104 can identify responsive data and provide the data to the application110, e.g., for display on the user device. For example, a user can entera particular search query in a search field of the application 110. Thesearch query is provided to the application platform 104. Theapplication platform 104 identifies content responsive to the query, forexample, a collection of images matching one or more terms of the searchquery. The images matching one or more terms of the search query can beidentified and selectively retrieved, for example, from native contentstore 114. The application platform 104 then provides particularresponsive content, e.g., a group of the identified images, to the userdevice.

In another example, a user can select a particular presented image inthe user interface of the application 110. In response to receiving anindication of the selection, the application platform 104 can provideadditional content to the user device 102 for display by the application110. For example, the application platform 104 can provide a higherresolution version of the selected image for presentation as an enlargedversion on the application user interface. The application platform 104can also provide related image content. The related image content can beimage content identified as similar to the selected image.

The application platform 104 can also provide third party content 106 tothe user device 102. For example, the third party content 106 caninclude sponsored content items generated by third party providers andprovided to the application platform 104. These sponsored content itemscan be incorporated in the group of images provided to the user device.The third party content 106 can also include third party web contentthat can be pre-fetched content obtained from respective web pages. Thethird party content 106 can also be web page content retrieved at thetime of providing such content to the user device. For example, inresponse to a user selection of a sponsored content item, theapplication platform 104 can access the third party web page content andprovide it to the user device, as described in greater detail below.

FIG. 2 is a flow diagram of an example process 200 for providingcontent. For convenience, the process 200 will be described with respectto a system that performs the process. For example, a system cancorrespond to the application platform 104 of FIG. 1.

The system provides a group of images to a user device, e.g., userdevice 102 (202). The group of images can be provided to the userdevice, for example, in response to a request received from anapplication executing on the user device. The request can be a searchquery seeking particular content. The request can also be a request toview content previously stored to a collection. Alternatively, the groupof images can be provided as part of a “home” interface of theapplication upon launch. In that case, the images can be provided, forexample, based on user interests, e.g., from a user profile, or based onprior user interactions with content provided by the applicationplatform.

The group of images can be provided for presentation in an applicationuser interface of the user device. For example, the user interface canpresent an array of images as described below with respect to FIG. 4.

The system receives an indication of a user selection of an image (204).For example, the user device can be a touch screen enabled device. Theuser can use the touch interface to select a particular image presentedin the application user interface. Selection of an image can trigger acommunication to the system reporting the selection.

The system provides the selected image and third party content forpresentation (206). For example, in response to the indication of theuser selection, the system can identify corresponding content to returnto the user device for presentation in a user interface of theapplication. This content can include a higher resolution version of theselected image, third party content or an identifier to such content,and optionally additional native content from the system forpresentation, e.g., additional images to present that are related to theselected image. The system can provide instructions for how the userinterface is to lay out the provided content. An example of populating auser interface with content is described below with respect to FIG. 3.

In some implementations, a threshold determination is made as to whetherthere is third party content to provide. In particular, some images maybe associated with third party content while others are not. Forexample, particular images may be sponsored for third party content,e.g., by advertisers. In some implementations, when sponsoring aparticular image, a third party can associate an address of the thirdparty content, e.g., a URL, with the image. When the image is selected,the system identifies the associated URL and uses the URL to retrievethe third party web content. If the system determines that there is nothird party content associated with the selected image, the systemprovides the enlarged version of the image and, optionally, one or moreadditional images determined to be related to the selected image, e.g.,based on visual similarity.

In some implementations, additional data is provided to the user devicealong with the group of images to present. This can be preloaded on theuser device and displayed if requested. For example, the higherresolution forms of the images can be sent ahead so that they can bequickly loaded upon selection. In some implementations, at least some ofthe third party content, e.g., web content, is pre-fetched and providedto the user device with or contemporaneously to the group of images andprior user selection. This can allow the third party content to bequickly loaded in response to a selection of a corresponding image.

FIG. 3 is a flow diagram of an example process 300 for populating a userinterface with content. For convenience, the process 200 will bedescribed with respect to a system that performs the process. Forexample, a system can correspond to the client device 102 incommunication with the application platform 104 of FIG. 1.

The client device generates a user interface in response to an imageselection (302). For example, the user can interact with an interface ofa particular application, e.g., application 110 of FIG. 1. Theinteraction can include selecting a particular image from multiplepresented images. The application includes code that defines a layoutfor presenting user interfaces on the client device. The code candemarcate particular regions of the user interface for presentingparticular types of content. In response to an image selection, theapplication can load a corresponding user interface layout responsive tothe selection. Additionally, the application can interact with theremote application platform to receive content for populating the userinterface.

The client device obtains content for populating the user interface(304). Some of the obtained content can be stored locally on the clientdevice while other content can be obtained from the applicationplatform. For example, some content can be pre-fetched by theapplication to reduce latency in loading subsequent content.

The client device populates a first portion of the user interface withan enlarged form of the selected image (306). The enlarged form of theselected image can be a separate higher resolution image thatcorresponds to the selected image or can be a scaled up version of theselected image. The first portion can be a top portion of the userinterface. When generated, the user interface provides the user with anenlarged view of the selected image as occupying the first portion ofthe user interface, which may correspond to substantially all of thevisible portion of the user interface on the display.

The client device populates a second portion of the user interface withobtained third party content (308). The obtained third party content canbe particular web content. For example, the second portion of the userinterface can define a webview portion that provides for display of webcontent without using a separate browser application. A webview allowsfor the rendering of HTML content as part of a non-browser applicationuser interface. The webview can scale the web content for suitabledisplay within the confines of the user interface portion.

When presented, the user can interact with the web content in a similarmanner as with a browser. For example, the user can scroll within theweb content and select links to other web content, e.g., other pages ofa website. The user can navigate the web content while remaining in theuser interface. Thus, the user can interact with the web content throughthe webview without triggering a separate browser session. In someimplementations, some or all of the second portion is not visible in theinitially presented portion of the user interface.

In some implementations, the web content is specified by a third partysponsor of the selected image. Thus, the web content can be specificallyassociated with the selected image, for example, a landing pageassociated with a sponsored image. Thus, for example, a sponsor oradvertiser can specify a web page target associated with an imageadvertisement.

The client device defines a transition region based on the image content(310). The transition from the enlarged image to the web content caninclude a prompt encouraging the user to interact with the userinterface to scroll to the web content (e.g., a “scroll down” prompt).Additionally, in some implementations, a transition area can be designedto complement the enlarged image to provide a more seamless transitionbetween the image and the web content. For example, the prompt can beassociated with an overlay portion between the first portion and thesecond portion. The overlay portion can be assigned one or more colorsto complement one or more dominant colors of the enlarged image.Similarly, the third party provider can design the web content tocomplement the colors of the enlarged image.

The client device populates a third portion of the user interface withrelated image content (312). A third portion of the user interface canbe positioned below the web content of the second portion. The thirdportion can include one or more related images that are determined bythe system to be related to the enlarged image. For example, in responseto the selection of the image, the application platform can determineone or more related images, e.g., from native content. The relatedimages can be identified, for example, based on visual similarity withthe selected image. The related images can become visible afterscrolling the user interface beyond the web portion.

FIG. 4 is a diagram representing an example user interface 400displaying multiple images 402. The user interface 400 can represent thevisible portion of a user interface when displayed on a display device.Thus, the user interface may extend further with more images displayedin response to scrolling in a particular direction. The user interface400 shows a search bar 404 in which a user can specify particular searchterms and view, in response, images that are responsive to the searchterms. Additionally, the user can select individual images of themultiple images 402, for example image 401, by tapping on the image in atouch screen display or selecting the image with a cursor controlled bya particular input device.

FIG. 5 is a diagram representing an example user interface 500 presentedin response to a selected image. In particular, FIG. 5 can represent auser interface presented after selection of image 401 of FIG. 1. Theuser interface 500 includes an image 501. The image 501 can represent anenlarged version of a selected image. The enlarged version can be ahigher resolution version of a previously selected image.

The user interface 500 also includes a prompt 502. The prompt 502follows the image 501 and is a prompt to action for the viewing user. Inparticular, the prompt 502 is a call to scroll the user interface toview particular web content. The web content can be third party contentassociated with the image 501. The prompt 502 can include visualfeatures to blend in with the user interface, for example, coloring thatis determined based on one or more colors of the image 501. For example,the color of the transition region associated with the prompt can becolored based on the dominant color of the selected image, e.g., amatching or visually similar color. The user interface 500 also includesan address bar 504. The address bar 504 corresponds to the URL addressof the web content provided if the user scrolls down below the prompt502 to view the web content.

FIG. 6 is a diagram representing an example user interface 600. The userinterface 600 can be the user interface 500 of FIG. 5 after scrolling afirst amount. The user interface 600 includes an image portion 602 andweb content 604. The image portion 602 can be a portion of a largerimage in that has been scrolled such that only a small bottom portion iscurrently visible on a display. The image portion 602 can be a portionof the image 501 of FIG. 5 after scrolling some portion of the image.

The web content 604 is third party web content integrated into the userinterface of the application, for example, using a web view. The webcontent 604 is typically content related to the image. For example, anadvertiser can link an image to a particular web page. In response tothe selection of the image, the web page content is then provided alongwith the enlarged version of the image. The web content 604 can bepresented within the user interface of the application such that thereis a seamless transition from the image to the web content throughscrolling. The user can interact with the web content 604, for example,by scrolling within the web page, selecting links, etc. The userinteractions with the web content can generate responses that remainwithin the user interface 600 of the application. For example, if theuser selects a link within the web page, a target web page of the website can be presented within the web content 604. In someimplementations, there are no borders or other visual demarcationsseparating the web content from the image content in the user interface600. FIG. 7 is a diagram representing the example user interface 700.The user interface 700 can be the user interface 600 of FIG. 6 afterscrolling a second amount. In particular, the user interface 700presents web content 702. The web content 702 can be the result offurther scrolling such that the image portion, e.g., image portion 602of FIG. 6 is no longer visible in the user interface. Thus, in thisexample, the web content 702, which can be the same as web content 604of FIG. 6, takes up the full content portion of the user interface 700.Additionally, while the example user interface 700 includes an addressbar 703 corresponding to the network address of the web content, in someother implementations, the address bar 703 is omitted to provide a moreseamless interface for the application.

In some implementations, once the bottom of the web view portion isreached, no further scrolling is possible. In other implementations,however, there is additional content that can be presented beyond theweb content.

FIG. 8 is a diagram representing the example user interface 800. Theuser interface 800 can be the user interface 700 of FIG. 7 afterscrolling a third amount. In particular, the user interface 800 shows aweb content portion 802 and a related images portion 804. The webcontent portion 802 can be the result of further scrolling such that theweb content, e.g., web content 702 of FIG. 7, has had a portion scrolledout of visibility in the user interface.

The related images portion 804 can show one or more images related to animage selected by the user, e.g., the image 401 of FIG. 4 that resultedin the generation of the user interface 800. The related images in therelated images portion 804 can be native content obtained, e.g., fromthe application platform associated with the application. The user canselect an image of the related images to view an enlarged version of theimage. In some implementations, selection of a particular related imageresults in an interface including the enlarged version of the image aswell as web content in a similar manner as described above.

Embodiments of the subject matter and the operations described in thisspecification can be implemented in digital electronic circuitry, or incomputer software, firmware, or hardware, including the structuresdisclosed in this specification and their structural equivalents, or incombinations of one or more of them. Embodiments of the subject matterdescribed in this specification can be implemented as one or morecomputer programs, i.e., one or more modules of computer programinstructions, encoded on computer storage medium for execution by, or tocontrol the operation of, data processing apparatus. Alternatively or inaddition, the program instructions can be encoded on an artificiallygenerated propagated signal, e.g., a machine-generated electrical,optical, or electromagnetic signal, that is generated to encodeinformation for transmission to suitable receiver apparatus forexecution by a data processing apparatus. A computer storage medium canbe, or be included in, a computer-readable storage device, acomputer-readable storage substrate, a random or serial access memoryarray or device, or a combination of one or more of them. Moreover,while a computer storage medium is not a propagated signal, a computerstorage medium can be a source or destination of computer programinstructions encoded in an artificially generated propagated signal. Thecomputer storage medium can also be, or be included in, one or moreseparate physical components or media (e.g., multiple CDs, disks, orother storage devices).

The operations described in this specification can be implemented asoperations performed by a data processing apparatus on data stored onone or more computer-readable storage devices or received from othersources.

The term “data processing apparatus” encompasses all kinds of apparatus,devices, and machines for processing data, including by way of example aprogrammable processor, a computer, a system on a chip, or multipleones, or combinations, of the foregoing. The apparatus can includespecial purpose logic circuitry, e.g., an FPGA (field programmable gatearray) or an ASIC (application specific integrated circuit). Theapparatus can also include, in addition to hardware, code that createsan execution environment for the computer program in question, e.g.,code that constitutes processor firmware, a protocol stack, a databasemanagement system, an operating system, a cross-platform runtimeenvironment, a virtual machine, or a combination of one or more of them.The apparatus and execution environment can realize various differentcomputing model infrastructures, such as web services, distributedcomputing and grid computing infrastructures. A computer program (alsoknown as a program, software, software application, script, or code) canbe written in any form of programming language, including compiled orinterpreted languages, declarative or procedural languages, and it canbe deployed in any form, including as a standalone program or as amodule, component, subroutine, object, or other unit suitable for use ina computing environment. A computer program may, but need not,correspond to a file in a file system. A program can be stored in aportion of a file that holds other programs or data (e.g., one or morescripts stored in a markup language document), in a single filededicated to the program in question, or in multiple coordinated files(e.g., files that store one or more modules, subprograms, or portions ofcode). A computer program can be deployed to be executed on one computeror on multiple computers that are located at one site or distributedacross multiple sites and interconnected by a communication network.

The processes and logic flows described in this specification can beperformed by one or more programmable processors executing one or morecomputer programs to perform actions by operating on input data andgenerating output. The processes and logic flows can also be performedby, and apparatus can also be implemented as, special purpose logiccircuitry, e.g., an FPGA (field programmable gate array) or an ASIC(application-specific integrated circuit).

Processors suitable for the execution of a computer program include, byway of example, both general and special purpose microprocessors, andany one or more processors of any kind of digital computer. Generally, aprocessor will receive instructions and data from a read-only memory ora random access memory or both. The essential elements of a computer area processor for performing actions in accordance with instructions andone or more memory devices for storing instructions and data. Generally,a computer will also include, or be operatively coupled to receive datafrom or transfer data to, or both, one or more mass storage devices forstoring data, e.g., magnetic, magneto-optical disks, or optical disks.However, a computer need not have such devices. Moreover, a computer canbe embedded in another device, e.g., a mobile telephone, a personaldigital assistant (PDA), a mobile audio or video player, a game console,a Global Positioning System (GPS) receiver, or a portable storage device(e.g., a universal serial bus (USB) flash drive), to name just a few.Devices suitable for storing computer program instructions and datainclude all forms of nonvolatile memory, media and memory devices,including by way of example semiconductor memory devices, e.g., EPROM,EEPROM, and flash memory devices; magnetic disks, e.g., internal harddisks or removable disks; magneto-optical disks; and CDROM and DVD-ROMdisks. The processor and the memory can be supplemented by, orincorporated in, special purpose logic circuitry.

To provide for interaction with a user, embodiments of the subjectmatter described in this specification can be implemented on a computerhaving a display device, e.g., a CRT (cathode ray tube) or LCD (liquidcrystal display) monitor, for displaying information to the user and akeyboard and a pointing device, e.g., a mouse or a trackball, by whichthe user can provide input to the computer. Other kinds of devices canbe used to provide for interaction with a user as well; for example,feedback provided to the user can be any form of sensory feedback, e.g.,visual feedback, auditory feedback, or tactile feedback; and input fromthe user can be received in any form, including acoustic, speech, ortactile input. In addition, a computer can interact with a user bysending documents to and receiving documents from a device that is usedby the user; for example, by sending web pages to a web browser on auser's client device in response to requests received from the webbrowser.

Embodiments of the subject matter described in this specification can beimplemented in a computing system that includes a backend component,e.g., as a data server, or that includes a middleware component, e.g.,an application server, or that includes a frontend component, e.g., aclient computer having a graphical user interface or a Web browserthrough which a user can interact with an implementation of the subjectmatter described in this specification, or any combination of one ormore such backend, middleware, or frontend components. The components ofthe system can be interconnected by any form or medium of digital datacommunication, e.g., a communication network. Examples of communicationnetworks include a local area network (“LAN”) and a wide area network(“WAN”), an inter-network (e.g., the Internet), and peer-to-peernetworks (e.g., ad hoc peer-to-peer networks).

The computing system can include clients and servers. A client andserver are generally remote from each other and typically interactthrough a communication network. The relationship of client and serverarises by virtue of computer programs running on the respectivecomputers and having a client-server relationship to each other. In someembodiments, a server transmits data (e.g., an HTML page) to a clientdevice (e.g., for purposes of displaying data to and receiving userinput from a user interacting with the client device). Data generated atthe client device (e.g., a result of the user interaction) can bereceived from the client device at the server.

While this specification contains many specific implementation details,these should not be construed as limitations on the scope of anyinventions or of what may be claimed, but rather as descriptions offeatures specific to particular embodiments of particular inventions.Certain features that are described in this specification in the contextof separate embodiments can also be implemented in combination in asingle embodiment. Conversely, various features that are described inthe context of a single embodiment can also be implemented in multipleembodiments separately or in any suitable subcombination. Moreover,although features may be described above as acting in certaincombinations and even initially claimed as such, one or more featuresfrom a claimed combination can in some cases be excised from thecombination, and the claimed combination may be directed to asubcombination or variation of a subcombination.

Similarly, while operations are depicted in the drawings in a particularorder, this should not be understood as requiring that such operationsbe performed in the particular order shown or in sequential order, orthat all illustrated operations be performed, to achieve desirableresults. In certain circumstances, multitasking and parallel processingmay be advantageous. Moreover, the separation of various systemcomponents in the embodiments described above should not be understoodas requiring such separation in all embodiments, and it should beunderstood that the described program components and systems cangenerally be integrated together in a single software product orpackaged into multiple software products.

Thus, particular embodiments of the subject matter have been described.Other embodiments are within the scope of the following claims. In somecases, the actions recited in the claims can be performed in a differentorder and still achieve desirable results. In addition, the processesdepicted in the accompanying figures do not necessarily require theparticular order shown, or sequential order, to achieve desirableresults. In certain implementations, multitasking and parallelprocessing may be advantageous.

What is claimed is:
 1. A method comprising: providing a plurality ofimage content items, each corresponding to a discrete image, to aninterface of an application on a client device for presentation;receiving a user selection of a particular image content item of theplurality of presented image content items; and responsive to theselection of the particular image content item: retrieving third partywebpage content associated with the selected image, the webpage contentbeing retrieved from the corresponding webpage, and generating a userinterface for the application comprising a first portion and a secondportion, wherein the first portion is populated with native contentincluding an enlarged version of the same selected image content itemand wherein the second portion is populated with the retrieved thirdparty webpage content as a corresponding, user navigable, version of thewebpage integrated within the user interface of the application, whereinthe second portion comprises a webview portion that presents the thirdparty webpage content below the native content corresponding to theenlarged version of the selected image content item, and wherein thewebview portion allows user navigation of the webpage content whileremaining within the user interface of the application; and providingthe generated user interface to the client device for presentation. 2.The method of claim 1, wherein the native content further includes oneor more related image content items.
 3. The method of claim 1, whereinthe native content further includes an overlay prompting the user toscroll down for the third party webpage content, and wherein in responseto a user scrolling action the interface transitions from the enlargedversion of the image content item to the third party webpage contentwithin a single user interface.
 4. The method of claim 3, wherein theoverlay has a color selected based on a dominant color of the selectedimage content item.
 5. The method of claim 1, wherein the webviewportion does not include an address bar indicating that the third partycontent is part of a distinct web page.
 6. The method of claim 1,wherein third party webpage content respectively associated with one ormore of the plurality of image content items is fetched duringpresentation of the plurality of image content items.
 7. The method ofclaim 1, wherein retrieving the third party webpage content includesidentifying an address associated with the selected image content itemand using the address to retrieve the third party webpage content.
 8. Asystem comprising: a user device; and one or more computers configuredto interact with the user device and to perform operations comprising:providing a plurality of image content items, each corresponding to adiscrete image, to an interface of an application on a client device forpresentation; receiving a user selection of a particular image contentitem of the plurality of presented image content items; and responsiveto the selection of the particular image content item: retrieving thirdparty webpage content associated with the selected image, the webpagecontent being retrieved from the corresponding webpage, and generating auser interface for the application comprising a first portion and asecond portion, wherein the first portion is populated with nativecontent including an enlarged version of the same selected image contentitem and wherein the second portion is populated with the retrievedthird party webpage content as a corresponding, user navigable, versionof the webpage integrated within the user interface of the application,wherein the second portion comprises a webview portion that presents thethird party webpage content below the native content corresponding tothe enlarged version of the selected image content item, and wherein thewebview portion allows user navigation of the webpage content whileremaining within the user interface of the application; and providingthe generated user interface to the client device for presentation. 9.The system of claim 8, wherein the native content further includes oneor more related image content items.
 10. The system of claim 8, whereinthe native content further includes an overlay prompting the user toscroll down for the third party webpage content, and wherein in responseto a user scrolling action the interface transitions from the enlargedversion of the image content item to the third party webpage contentwithin a single user interface.
 11. The system of claim 10, wherein theoverlay has a color selected based on a dominant color of the selectedimage content item.
 12. The system of claim 8, wherein the webviewportion does not include an address bar indicating that the third partycontent is part of a distinct web page.
 13. The system of claim 8,wherein third party webpage content respectively associated with one ormore of the plurality of image content items is fetched duringpresentation of the plurality of image content items.
 14. One or morecomputer-readable storage media encoded with instructions that, whenexecuted by one or more computers, cause the one or more computers toperform operations comprising: providing a plurality of image contentitems, each corresponding to a discrete image, to an interface of anapplication on a client device for presentation; receiving a userselection of a particular image content item of the plurality ofpresented image content items; and responsive to the selection of theparticular image content item: retrieving third party webpage contentassociated with the selected image, the webpage content being retrievedfrom the corresponding webpage, and generating a user interface for theapplication comprising a first portion and a second portion, wherein thefirst portion is populated with native content including an enlargedversion of the same selected image content item and wherein the secondportion is populated with the retrieved third party webpage content as acorresponding, user navigable, version of the webpage integrated withinthe user interface of the application, wherein the second portioncomprises a webview portion that presents the third party webpagecontent below the native content corresponding to the enlarged versionof the selected image content item, and wherein the webview portionallows user navigation of the webpage content while remaining within theuser interface of the application; and providing the generated userinterface to the client device for presentation.
 15. The one or morecomputer-readable storage media of claim 14, wherein the native contentfurther includes one or more related image content items.
 16. The one ormore computer-readable storage media of claim 14, wherein the nativecontent further includes an overlay prompting the user to scroll downfor the third party webpage content, and wherein in response to a userscrolling action the interface transitions from the enlarged version ofthe image content item to the third party webpage content within asingle user interface.
 17. The one or more computer-readable storagemedia of claim 16, wherein the overlay has a color selected based on adominant color of the selected image content item.
 18. The one or morecomputer-readable storage media of claim 14, wherein the webview portiondoes not include an address bar indicating that the third party contentis part of a distinct web page.
 19. The one or more computer-readablestorage media of claim 14, wherein third party webpage contentrespectively associated with one or more of the plurality of imagecontent items is fetched during presentation of the plurality of imagecontent items.